Organizations need to learn how to bring customer service through the ‘front door’ in order to drive revenue growth and brand affinity.
For many organizations, their customer service organization is seen as the ‘back door’ to their operation and the strategic opportunity it presents is often overlooked. From my perspective, organizations need to bring customer service through the ‘front door.’ It’s your opportunity to greet your guests, get to know them, invite them to stay and, more importantly, cultivate customer advocates who drive revenue growth as well as brand affinity for your products and services. This will ultimately drive your Net Promoter Score and create an organizational workforce that is agile and able to meet and exceed the expectations of ever increasingly mobile and demanding customers.
So how do you unlock the front door? It starts with an organization’s ability to quickly identify ‘customer purpose’ – customer preferences, what’s important and what matters the most to them – which will transform your thinking from inside-out to outside-in. Once you’ve gathered valuable insights and information from customer interactions (the outside), you are better suited to align your marketing strategies, product development, operation functions and customer service strategy (the inside) to meet and exceed those customer expectations.
The value of connecting with your customers
Customer experience, by way of understanding their customer purpose, has become a critical differentiator in today’s hyper-competitive, hyper-connected global marketplace. For those organizations who manage it effectively, the value is tangible and can:
- Strengthen brand preference through differentiated experiences that meet individual needs and wants
- Increase sales and drive revenue growth amongst new and existing customers
- Improve customer loyalty and build brand advocates by offering valued and memorable experiences for your customers that have a strong, positive impact upon Net Promoter Score
- Leverage technology investments to share customer insights across the business, thereby maximizing customer engagements and internal efficiencies
- Inspire a customer value driven organization that transforms management thinking into a proactive service mindset versus a reactive approach
It’s not a transaction, it’s a relationship
Achieving these tangible business results requires organizations to deliver compelling and engaging experiencesinformed by a contextual understanding of their customers at an individual level. The goal here is that wherever possible, personalize the interaction. Customers expect you to have a firm understanding of who they are, which services they use the most, how to resolve their issues anytime from anywhere, while also being aware of their social channels, preferences and communities.
While this may seem to be a demanding list, taking the outside-in approach and understanding customer value through their preferences and purpose enables organizations to become intimately connected with their customers through every transaction. Each of these interactions brings with it a nugget of value and contributes to a tailored set of experiences – in essence, it is a relationship!
There is an old but valuable saying – ‘It takes a journey to develop a relationship and it can easily unfold in a single transaction.’ Understanding how to maximize these relationships is the key to bringing customers through the front door. Once they’re there, it will be incumbent on the organization to engage with them, better understand their purpose and make them feel at home – in essence make them feel special. In so doing, you’ll develop a robust, mutually beneficial and rewarding relationship.
Six Strategies for Creating Dynamic Customer Experiences
Leading organizations should consider pursuing some new strategies in their ongoing customer experience efforts. In this white paper, we elaborate the rising strategies for creating dynamic customer experiences.